The Use Of Numbers In Advertisement Terms

Advertisement terms are a special kind of language system which is formed by language used in advertisement. Advertisement language seeks to make its wording artistic and aesthetic, but its aim is not tomould artistic figures, but to spread clear commodity and other messages, in the form of its special wording, to consumers in time . The wishes and needs of the receivers are the only purpose throughout. Therefore, many linguistic experts have made their researches on advertisement terms.Gratifying achievements have been made in these researches which include the inherent elements of language: phonetics, vocabulary, grammar, figures of speech, pragmatics and the external elements: cultural background and social psychology, etc. But among these achievements numbers used in advertisement terms are almost a blind spot to the researchers. The numbers takes a certain proportion in advertisement terms and they play a very special role in advertising. And they also are related to many frontier sciences.So it is very important and realistic to make researches on the numbers in advertisement terms, which can not be neglected.Therefore, this paper will take language itself as a stand to give a brief summary to the features of the numbers, then to analyze their existing problems in advertisement terms and finally to throw forward some points to ponder on the problems.The paper is divided into 8 parts.Part â… : a general description, to clarify the extension of the research and summarize the research results made by predecessors, then point out the present situation of researching on the problems dealt in this paper and the necessity of making the research.Part â…¡: the forms of expression of the numbers in advertisement, one is "manifest" and the other, "hidden".Part â…¢: types of using numbers in advertisement, which are classified by the function of numbers and by commodity category.Part â…£: the methods of using numbers in advertisement, which include figures of speech, giving in order to take, guiding customers by skillful calculation and changing...